👋 Hello Branding Revealers. How are you doing today?
Pictures are powerful in showing the story without a doubt, despite new AI tools challenging the trust in what an image stands for. I have always been fascinated by the capture of reality, specifically by photography, one of its master arts. So today, let's mix branding and photography with our new guest. Dive into a profession, a passion-driven career and a needed role to watch over as creatives and builders.
The mission of Your Branding Letter is to demystify the Big word branding. I wish for everybody to understand its paradoxes and truths. But also, implement them within their version of branding. Here, you will find a collection of an eclectic panel of definitions alongside visions of what branding is and implies—showcasing those who do, use, and expand branding: Brand Revealers (that is everybody).
🎯 Wise words from Brand Revealer: Jerome Poulalier
Jerome and I worked together years ago when I was a starting designer. I remember working on his portfolio at the time; we did a printed book of it for an exhibition. I loved his style back then and his immersive DNA. Furthermore, I thought of him a few months ago as a guest after I received his newsletter with some new series, and I thought it would bring an interesting light to our branding journey.
☕ Grab some tea or coffee and let’s go!
🇫🇷 Let’s be bilingual! I am trying to bridge the gap of language as I evolve with this letter. You can listen to our French guests and read them in English. Enjoy!
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🇬🇧🇺🇸 Here is the translation for my English readers
It is the image we want to convey of ourselves or our company across our various communication channels.
Jerome
Branding is made of trial and error. The positioning takes effort, time and dedication. How can entrepreneurs recover from a branding that doesn't resonate yet with their audience?
Getting over it? Well, I believe there's no need to go that far; one often needs to be patient and persevere. I agree, it's all about trial and error, as you put it very well in your question. For me, it is a constant renewal. It takes time to see if it works, if people resonate, and receive feedback. The most challenging thing when you're an entrepreneur is to take a step back on things while handling everything else. I would say that without retrospection, it is difficult to work on your branding effectively.
Jerome
What are the repeated words you hear about your Brand and Branding from your audience, teams, and people who discover you? (3 to 5 keywords)
✦ Important (I often hear from my clients how important it is to provide such a service and to use photos which matches one’s image). ✦ Professionalism ✦ Original and creative ✦ Nothing (often I don't receive any feedback on the branding itself; it's rare to get feedback on that unless you actively seek it out).
Jerome
What is your best branding story from clients, yourself or an iconic brand you look up to?
I have a story that's quite interesting in this regard. It was in 2023, with an institution that I had been wanting to work with for some time on photo reports highlighting craftsmanship. This institution contacted me, saying they thought of me for a project that aligned well with my approach. It seems my branding worked at this stage of the phone call, which made me quite pleased. Additionally, they explained that the project was co-sponsored by another organization, and they too wanted to suggest a photographer for it. It turned out that this other organization had also thought of me. It's quite unlikely in the industry! I was quite happy. I realized that my branding and positioning in photography must have been well recognized and effective since two institutions thought of me for the same project. This, I believe, is a great example of effective branding.
Jerome
What do you think of the term "photographic identity"? And how would you translate into words your photographic eye as the DNA of your brand?
In documentary photography, I strive to create immersive images that provide something to the viewer. It could be emotion, information, but also discovery through the closeness I establish with my subjects, whether they are people or actions. It is often not just about the object or person, but everything surrounding it. Things like the approach, the way of working, the operational mode, the moment and the atmosphere. At the same time, I try to work on angles and compositions that enhance this immersive sensation. I help the viewers feel closer to the action as if they were right in the heart of it.
Jerome
Image and branding are intertwined. How has documentary work helped you better understand the brands you collaborate with?
Documentary photography for brands or businesses is like a Swiss Army knife for communication! You can use it for anything and everything! It ranges from light and accessible social media posts to serious campaigns for raising awareness about your cause or CSR actions. It can be for recruitment and employer branding or even content for beautiful printed or online materials. It can also be for grant applications or newsletters. Exhibitions in the reception hall or at a trade show are also popular. That is what I emphasize and showcase. Indeed, it is an investment, but it's a one-time usually, with a fast delivery. The company can use it for years across various platforms.
Your work reflects a respectful capture of life's moments, as well as contemplation about our ways of life. How does your photographic commitment or activism influence your storytelling approach?
If I am working for a company looking to showcase its expertise or its teams, I dive into their story first. Is it a family-owned business? What's its origin story? How are the teams structured, and is there still a familial aspect within them? Are there many apprentices, for instance? These details are crucial in storytelling. Then, I explore the expertise itself—tools, materials, process, etc. This sense of discovery and curiosity drives and motivates me in my work.
Similarly, when working with institutions on diverse topics like disability, new technologies, or the impact of such technologies on social relationships, or even documenting the Bedouin's hunting falcons in the Jordanian desert to reconnect with tribal social dynamics, or Cowboys rodeoing in Texas, these seemingly diverse subjects are all connected by curiosity.
This curiosity fuels my appetite for projects. I always try to work on topics that intrigue me initially, and the way I respond to this curiosity, I believe, defines my approach. Perhaps this is a trait shared by many photographers—a profession driven by passion, where the opportunity to choose subjects aligning with personal curiosity is cherished.
Jerome
What is storytelling, and what intrinsic connection does it share with branding? How would you define storytelling, and how does it intersect with branding in your perspective?
There is no better explanation of storytelling than its literal definition, which is to tell a story. In photo documentaries, telling a story involves finding the right mix in the diversity of images we show. The goal is to provide a coherent and captivating order of reading, much like the chapters of a book. By bringing dynamism to the reading of these chapters/photos by varying the viewpoints. For example, from close-ups to wide shots, capturing gestures or focusing on materials. It could be transitioning from simple to more complex compositions. Ultimately, the effectiveness of storytelling depends on the platform on which it is displayed whether it's a website, a book, or an Instagram post. It changes everything, which alters its perception and impact.
Jerome
What are the limitations of AI today in photography? Are there any, and does the original image have to resist the flood of AI-generated images?
You're right to ask me that question. Indeed, it's a subject that directly affects me, but not entirely. Indeed, photography is influenced by artificial intelligence and what it can create, particularly with generative AI and similar technologies. From what I see today, and I'm not an expert on the subject because I don't use it, but from what I see and know, it will mainly endanger photography professions in sectors like culinary or product photography, where images often revolve around objects and accessories, easily reconstructed from existing data.
As for the rest, and concerning my work, it's a bit more challenging for AI to create. Therefore, there's less risk for me because my clients seek immersive and authentic images. They want to capture their environments, professional settings, machinery, equipment, and teams working in specific situations with some branding elements. This authenticity is difficult for AI to replicate as it lacks the necessary data. Which hopefully won't impact my business for a long time.
The potential direct impact lies in portrait photography, even if it’s not my primary focus. While AI can recreate portraits through drag-and-drop systems, it's not the essence of what clients seek in my services. The essence of corporate photography is to capture the essence of a business, its craftsmanship, tools, routines, teams, and individual humanity, something AI cannot yet achieve.
Jerome
You can connect and discover more of his work and mindset @Jeromepoulalier
